In the 1980s and 1990s, the Daniel Crémieux label epitomized the French take on preppy style. Recognizable by its golfer motif embroidered over the heart, the brand deftly blended British and American preppy codes with influences drawn from the wealthy habitués of the French Riviera.
Daniel Crémieux passed away on September 12, 2025 – Crémieux
Its eponymous founder died on September 12 in southern France at the age of 87. His loved ones held his funeral on Tuesday, September 16, at the cemetery in Saint-Tropez, one of the most exclusive towns on the French coast. It was in this Mediterranean town that he opened his first boutique.
The Marseille-born designer, whose parents owned fashion boutiques in southern France, launched his label in 1976 at the age of 38. Drawing on his Mediterranean roots, he set out, according to the brand’s official account, to interpret the London chic he discovered as a teenager across the Channel and the style of New York university students he encountered on the other side of the Atlantic in the 1960s. He built a brightly colored collection of elegant yet relaxed Shetland jumpers, shirts and chinos.
The brand went on to attract customers in Europe as well as in the United States, opening boutiques. The company even signed an agreement with the U.S. department store chain Dillard’s in the early 2000s. The brand, whose creative direction was later taken over by Stéphane Crémieux and renamed Crémieux, positions itself at the high end and emphasizes European craftsmanship. In recent years, it has opened its own boutiques in London and in Capri, Italy, and, more recently, on Madison Avenue in New York.
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